Paper over Pixels. How print cuts through the noise of digital media.

Posted: December 9th, 2013

Over the years people have said things that are perhaps, a bit extreme when referring to media and technology. When the typewriter was invented, people said it would wipe out written language. When the TV became mass produced, it didn't kill the radio, though some said it would. When the web become widely available many said print would die.
Since the evolution of newspapers, publishing, direct mail, radio, TV, mobile, web and social, media has never held just one single shape. In recent years we've all been exposed to the constantly shifting landscape of digital media. Today we find ourselves in a very exciting time for communication with more channels for our voice to be heard and our products and services to be found. Keeping up with all these digital channels can be overwhelming while at the same time it provides great opportunity for print.
Let's consider some often overlooked benefits of printed media.
Tangibility:
The physical connection of something held in a readers hand leaves a longer lasting impression than an email. An email among thousands of other emails yet to find the eye of a distracted reader. Let's remember there is no spam filter on a postal mailbox, direct mail is going to reach someone's finger tips.
Credibility:
The authority of a high quality printed page carries more weight and importance perceived by the reader. After all, someone had to design and print it, something that relays a sense of legitimacy.
We find ourselves today in a sort of print renaissance where the tangible becomes the effective and most trusted. Studies show that we absorb more from text on paper than we do from a screen. Not to mention what happens when you've been looking at your screen for hours and your eyes would prefer some relief. There will always be some people who prefer paper to pixels.

Print is always ready when you are. No batteries to charge. No worries if you leave it on the dash of your car. No need for WIFI. No passwords. No logging in. No USB cable needed. Just pick it up and bam, you're absorbing information. Undistracted, ad-free information.
As we have browsed the web over the years we seem to have developed a certain kind of peripheral screening mechanism. We quickly identify and block out ads before they can be processed completely. This mechanism isn't as prevalent in printed media, we let down our guard when there isn't a mixture of web based advertising to contend with.